When you hear FIFA, football immediately comes to mind. Footballers like Cristiano Ronaldo and Lionel Messi quickly appear before your eyes. Every season, when you turn on your TV — or, if you are lucky enough, witness a match in person — you hear the cheers of fans, the whistles of referees, and the sound of players kicking a ball across the pitch.
The tournament has been held every four years since its inaugural edition in 1930, with only two exceptions: 1942 and 1946, when it was suspended because of World War II. After all, football cannot be played in the middle of a global war. Its global viewership runs into the billions. For example, the 2018 FIFA World Cup was estimated to have reached around 3.57 billion viewers, nearly half of the world’s population.
By now, you may have understood just how massive FIFA really is. And whenever people talk about the FIFA World Cup, another name often comes up alongside it: Coca-Cola, one of the tournament’s longest-running sponsors since 1978.
This month, more than 500,000 supporters called on FIFA to end its long-standing sponsorship partnership with The Coca-Cola Company, arguing that the promotion of sugary beverages during the world’s biggest sporting event conflicts with public health goals.
In an open letter addressed to FIFA President Gianni Infantino and members of the FIFA Council, campaigners urged football’s governing body to take action ahead of the 2026 FIFA World Cup, which is expected to reach up to six billion viewers worldwide. They argued that millions of children and young fans would be exposed to marketing that links football’s biggest stars with sweetened beverages associated with obesity, Type 2 diabetes, and other diet-related diseases.
Describing the practice as a form of “sportswashing,” the campaign claims that the power and influence of football are being used to normalize unhealthy products. Advocates contend that football, as the world’s most popular sport, should align itself with partners that promote health and well-being rather than products linked to growing global health concerns.
Drawing parallels with FIFA’s decision to stop accepting tobacco advertising decades ago, campaigners say sugary drinks should now face similar scrutiny. With Coca-Cola’s sponsorship agreement reportedly due for review in 2030, they believe FIFA has an opportunity to demonstrate leadership and align its commercial partnerships with its stated values of integrity, inclusivity, and responsibility.
The campaign is calling on FIFA to publicly commit to ending its sponsorship agreement with The Coca-Cola Company, establish a partnership policy that excludes ultra-processed food and beverage sponsors from 2030 onward, and instead support commercial partners that reflect health, sustainability, and the future of the game.
Supporters argue that the 2026 FIFA World Cup, set to be hosted by the United States, Canada, and Mexico, presents a critical moment for FIFA to reassess its sponsorship strategy. They maintain that the organization’s immense global influence can help promote healthier lifestyles and set a positive example for future generations of football fans.
“As the steward of the world’s most beloved sport, FIFA has the power to lead this shift and demonstrate that the game’s values are not for sale,” the letter states.
FIFA and The Coca-Cola Company had not publicly responded to the campaign’s appeal at the time of publication.
